XP Investimentos has opened a new space in São Paulo, on Avenida Faria Lima. The institution’s new flagship features the first LED Glass facade outside of China.
“We are very proud. Having an environment where we can welcome people makes a big difference. XP is an innovative company, an institution that always wants to be ahead of the times,” said Guilherme Benchimol, founder and executive chairman of XP’s Board of Directors.
The project was designed by architect Muti Randolph and developed by the agency Unobvious, responsible for integrating the solutions. “We brought together expertise in communication and marketing strategies to ensure that XP’s LED Glass façade became a new landmark in São Paulo. The partnership with Promarc, Elite LED and Nexnovo was essential,” highlighted Felipe Relva and Diogo Cardone, partners at the agency.
The LED Glass technology was developed by the Chinese multinational Nexnovo, in partnership with Promarc and Elite LED in Brazil. “XP innovated by implementing this technology in São Paulo. The facade promises to transform visual communication in Brazil,” said Eduardo Sá Marchioro, founder of Promarc and CEO of Elite LED.
The façade offers transparency and luminosity with a state-of-the-art LED Glass panel, enabling vibrant displays without compromising the view inside. “This is the first time an LED Glass panel of this magnitude has been installed outside of China. We are excited about the potential of this technology,” said Barton Lin, CEO of Nexnovo.
Thiago Maffra, CEO of XP, added: “The XP Faria Lima space consolidates our expansion strategy and is projected as the main showcase for our brand in the most emblematic region of the Brazilian financial market.”
A highlight of the project is Muti Randolph’s kinetic sculpture, which wraps the studio’s glass capsule with more than 60 LED tubes. “The main function of the kinetics is to serve as a backdrop for the studio, making the environment more inviting for recording,” the artist highlighted.
The project met sustainability criteria and ESG guidelines, with the support of the Arnone Group and the Global ESG Institute. “Implementing the project was a huge responsibility and a unique challenge. The partnership with Nexnovo, Unobvious, Arnone Group and XP’s trust were essential,” concluded Marchioro.
The installation of the LED Glass panel on the XP façade is a historic achievement, highlighting the ability of international partnerships to bring technological innovations to Brazil.
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